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Email Marketing Tips: How to Growth Hack the Inbox


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Email marketing isn't about making noise, it's about listening to data. It's easier than you think to send the right emails at the right time, every time.

These slides offer great email examples from Airbnb, Amazon, Uber and SumAll. These aren't "blast" emails ... they are highly targeted and personalized triggered emails. This is your unfair advantage.

Hear Chris Hexton and Sean Ellis present these slides here:

Published in: Business
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Email Marketing Tips: How to Growth Hack the Inbox

  1. 1. www.getvero.comVero Chris Hexton - Vero HOW TO GROWTH HACK THE INBOX now about email marketing and learn how to send emai
  2. 2. Vero Chris Hexton Meet the hosts Vero co-founder and CEO @chexton Sean Ellis Qualaroo founder and CEO @SeanEllis
  3. 3. Vero • In 2013, there were 182 billion emails sent every day • That average open rate in the US is just 18.9% - that's just 1 in 5 people • In other words, 81 out of 100 people are completely ignoring you The State of Promotional Email
  4. 4. Vero Stop sending emails to the average user
  5. 5. Vero A quote to live by “Average. It was the worst, most disgusting word in the English language. Nothing meaningful or worthwhile ever came from that word.” – Portia de Rossi
  6. 6. Vero Instead of this sending the same email to everyone…
  7. 7. Vero Listen to the data, and send the right email.
  9. 9. Vero Example #1: Airbnb When a user views a listing but doesn’t book, they get an email like this…
  10. 10. Vero Example #1: Airbnb
  11. 11. Vero Why it rocks: Example #1: Airbnb • It’s the exact listing the user viewed (lots of context) • It offers more information and has a strong call to action • It offers other options in the same price range (external attributes) • It address customer anxiety (“Do I really want to stay in someone else’s house?”)
  12. 12. Vero Example #2: Amazon When a customer makes a purchase, they are asked to leave feedback.
  13. 13. Vero Why it rocks: Example #2: Amazon • Positive feedback cycle … customers helping other customers • Dead-simple to respond • Sent a few days after delivery so customers will have had time to test product
  14. 14. Vero Example #3: Uber Uber is redefining the purpose of a receipt.
  15. 15. Vero Example #3: Uber
  16. 16. Vero Why it rocks: Example #3: Uber • So much context (maps, driver name, date, time, distance, etc.) • Referral codes (Every 7 rides, a user refers a new customer) • Built-in customer support
  17. 17. Vero Example #4: SumAll Welcome emails are the original triggered email.
  18. 18. Vero Why it rocks: Example #4: SumAll • Simple, focused and clear call to action. • Uses social proof (“…growing community of 90,000 companies…”) • Transactional in nature but absolutely essential to onboarding. Rather than sell, it offers value in exchange for action.
  19. 19. Vero Things you need to know about behavioral and triggered email 1. Segmentation is personalization. Anyone can make their emails more personalized by segmenting lists. Dynamic segmentation is the gold standard. 2. Start with the tools you have. You can get started with MailChimp and AWeber and graduate to tools like Vero later. 3. The hacker mindset is key. Look for opportunities that can deliver growth. For example, a great welcome email is much more powerful than a promotional blast.
  20. 20. QUESTIONS? Get tons of email ideas at